Holiday matchmakers: Travel advisors are key to cruise industry success
Travel advisors are both the cruise industry019s biggest supporters and holidaymakers019 most trusted allies when it comes to the ultimate success of a cruise holiday.
Whether travellers are looking to cruise for the first time or already fans, they turn to travel advisors for their knowledge and experience. In fact, 79% of cruise travellers say travel agents have a 01Cmeaningful impact on their decision to cruise,01D according to Cruise Lines International Association019s 2025 State of the Cruise Industry Report. Only friends and family have more sway.
01CTravel advisors are the principal distribution channel for cruise lines, producing a majority of cruise bookings worldwide, and they offer unique value that ensures that their clients (the cruise lines019 guests) keep coming back,01D says Charles Sylvia, ECC, CLIA019s VP, Industry & Trade Relations.
Cruise passengers report being happiest with their experience when they book their holiday with a professional travel advisor.
Travel advisors are matchmakers for cruise lines and holidaymakers
Advisors start by creating consumer awareness about the benefits of cruising, guiding travellers to consider a holiday at sea.
A knowledgeable advisor can then direct clients to the best cruise line and itinerary for their holiday preferences. 01CMost consumers haven019t a clue what options will best serve them, but a travel advisor will ask the right questions and learn about their clients019 needs, wants, and expectations to align them with just the right cruise line, itinerary, ship, category, etc.,01D says Sylvia.
Pair the right ship with the right guest, and that traveller will have a better holiday experience. Cruise travellers who booked with a travel advisor rated their holiday and cruise line higher than those who booked independently, according to CLIA.
High satisfaction rates lead to future bookings, and 82% of past cruisers intend to book another sailing 013 in many cases thanks to smart guidance from their travel advisor.
Advisors offer value
Cruise travellers often seek out travel advisors because they want the best cruise deal. Advisors deliver by leveraging promotional group rates and supplier relationships and pointing clients toward high-value sail dates, cabin options, and booking promotions.
But that019s not all they offer. Advisors make sure their clients get the specialty restaurant reservations they desire, that their shore excursions get booked, and that they understand how to make onboard bookings for shows and activities. They can also arrange pre- and post-cruise travel and support their clients while they019re in transit between their home and the ship.
01CMy travel advisor cares about my total cruise experience from when I leave my house to when I return home,01D says Sylvia. 01CThat level of client care and painstaking attention to detail is what keeps clients coming back to the same trusted travel advisor and to cruise travel.01D
How CLIA supports its travel advisor and agency members
CLIA019s North America Travel Trade Membership team supports more than 74,000 travel advisor members with professional development opportunities. There are also regional memberships in Australasia, Brazil, the UK and Ireland. When travel advisors can maximise their cruise sales and grow their portfolio of loyal clients, everyone benefits.
Professional development options for agents include a robust catalogue of online courses and various specialised certificate programs (with both virtual and in-person training). The top offering is CLIA Certification, the cruise industry019s only official professional designation, focused on how to sell and market cruises to grow a travel business. Multiple levels of accreditation accommodate travel advisors at different stages of their careers.
CLIA019s professional development content is so well regarded that it019s used in university hospitality programs throughout North America, Sylvia notes.
Live events such as CLIA Cruise360 conferences and more intimate gatherings bring travel advisors and cruise line representatives together for networking and discussion of new ships and cruise industry trends.
A thriving, well-educated travel advisor community benefits both the cruise lines, and the nearly 38 million travellers expected to cruise globally this year.
01CI believe travel advisors are the leading contributor to the growth and success of our industry,01D says Sylvia. 01CThey are the face of cruise travel and our most valuable champions.01D
2026 Cruise Lines International Association (CLIA). All rights reserved.
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